The marketing research project
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The Marketing Research Project. Example Project Ideas A study to help increase business at a local restaurant. A study to evaluate the quality of on-campus food service. A study of student perceptions of campus organizations.

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The Marketing Research Project

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The marketing research project

The Marketing Research Project

  • Example Project Ideas

    • A study to help increase business at a local restaurant.

    • A study to evaluate the quality of on-campus food service.

    • A study of student perceptions of campus organizations.

    • A study to determine who attends UNC Charlotte basketball games and how to promote to them.

  • In your first team meeting you will want to come up with a list of potential clients. Members of the team may work for companies that would make good potential clients.


The marketing research project1

The Marketing Research Project

  • Potential Clients

    • Fraternities, sororities, professional organizations & clubs, intramural sports.

    • Campus business services such as dining, food service, book store, etc.

    • Other campus services such as the health center, the counseling center, SGA, etc.

    • Organizers of campus activities such as bicycle races, Greek Week, etc.

    • Small businesses and non-profit organizations

    • City or local government depts.


The marketing research project2

The Marketing Research Project

  • Tips on Choosing a Topic

    • Avoid low-incidence product or service categories and respondents. (e.g. digital satellite systems, Nobel Laureates)

    • It is easier to measure the satisfaction of existing customers than to discover the motives of non-customers.

    • Avoid projects that call for respondents to give opinions about which they have little knowledge (e.g. living in China).

    • Avoid projects that require respondents to answer questions on sensitive or embarrassing topics. (e.g. DWIs)


The marketing research project3

The Marketing Research Project

  • Make clear to your client…

    • The project will be performed by a group of student consultants taking an introductory marketing research class not a professional research organization.

    • Because the research is not being done by professionals, the results should be interpreted with caution.

    • The project will involve survey research using a formal questionnaire.

    • The project will not take a great deal of the client’s time but the client must commit to limited meetings with students and to providing some background information.


The research proposal

The Research Proposal

  • Contains an outline of the steps of the project.

  • Reflects your thinking about the topic and the decisions you have made about the most appropriate research methods.

  • Provides a checkpoint for comparing your goals and objectives with those of the client.

  • Once agreed to, it represents a “contract” between you and the client regarding the work to be performed.


Research proposal outline

Research Proposal Outline

  • Background Investigation

  • Research Objectives

  • Research Methodology

    • Data Gathering Method

    • Sampling Plan

    • Discussion of Data Gathering Instrument

    • Data Collection

  • Tabulation and Data Analysis

  • Time and Cost Estimates

  • Limitations


Background investigation

Background Investigation

  • Client Interview

    • Previous studies and reports

    • Company data

    • Ideas about other sources of data or information

  • Trade Publications & Other Secondary Information

    • Current and innovative marketing practices in the industry to suggest alternative marketing methods to evaluate.

    • Successful marketing strategies to generate ideas for future plans

    • Industry trends and statistics on growth rates, sales & profitability.

    • Results of previous studies of firms within the industry.


Research objectives

Research Objectives

  • Specific

  • Focus on information that will help the client make better marketing decisions

  • Start with your background investigation

  • Action oriented (e.g. to evaluate, to measure, to determine, etc.)


Data gathering method

Data Gathering Method

  • Secondary Data

  • Primary Data

    • Observation

    • Experiment

    • Survey

      • Telephone

      • Personal or Intercept Interview

      • Self-Administered Questionnaire (e.g. mail, email, web)


Sampling plan

Sampling Plan

  • Purpose of Sampling

  • Target Population

  • Sampling Method

  • Sampling Accuracy


Sampling accuracy on a yes no question for various sample sizes 95 confidence level

Sampling Accuracy on a Yes/No Question for Various Sample Sizes (95% Confidence Level)


Data collection

Data Collection

  • Time Frame

  • Responsibilities of Each Team Member

  • Procedures for Tracking Progress

  • Procedures for Screening Questionnaires for Accuracy and Completeness

  • Coding Procedures


Limitations

Limitations

  • Ability of students to conduct a professional marketing research study

  • Statistical precision due to small sample size.

  • Ability to generalize results due to the specification of the population.

  • Ability to obtain a good sampling frame

  • Number of areas to be explored due to the shortness of the questionnaire.

  • Potential biases such as non-contact, refusals, and respondent non-cooperation.

  • ETC…


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